The ideal candidate possesses 1 to 3 years of national public relations experience in a variety of industries. Agency experience is required. Excellent writing skills, extensive experience with the press, knowledge of social media and the ability to multi-task, all with a sense of humor, are key. Must be able to demonstrate relationships and success with the nation’s top consumer broadcast, print and trade press as well as social media prowess. Please send salary requirements in addition to qualifications.

We are a savvy, hardworking and smart team focused on executing targeted and results-oriented campaigns for our clients. We believe that a balance between work and outside activities keeps us eager and excited about our programs, and we enjoy a casual and comfortable work environment in our Solana Beach, CA (San Diego) office located two blocks from the beach. For more information about our company visit our Web site at www.rkpr.net.

Instructions – Please send resume with cover letter to info@rkpr.net, or if linking to a Linkedin profile include an introduction in your email. Please do not apply if you do not have public relations experience – this is not a sales position. We are not currently looking for consultants or senior-level talent. Absolutely no phone calls.

Enter the new backscatter body scanners and alternate pat downs – which have been under attack and have once again brought the reputation of the TSA under harsh scrutiny. I learned this weekend just how passionate detractors can be, after an angry tweeter labeled me ignorant after I tweeted a lighthearted post essentially indicating that I wasn’t concerned about the body scanners and that person who had to scan my silhouette was the one suffering the true loss in the situation. My point wasn’t to delve into the ethics or health concerns of the machine, but simply to say that out of the thousands of people scanned every day, I do have serious doubts that the TSA agent in paying any real attention to my, ahem, unmentionables.

But my inference that the machines were not a big deal certainly ignited some aggression. And that tweeter isn’t the only one, as mainstream and social media has been ablaze with negative feedback about angry comments. A YouTube video posted by San Diego traveler John Tyner of his experience turning down both the body scanner and pat down alternative (with his now famous line, “ if you touch my junk I am going to have you arrested”) garnered massive online support and has been covered nationally. National Opt-Out Day, which encourages travelers to decline being scanned, has been declared for the season busiest travel time – November 24. Celebrities are getting involved – Penn Jillette of Penn & Teller posted this rant about his experience with a pat down. Even pilots unions are recommending their members not to let themselves be put through the scanners, and to opt for the equally controversial enhanced pat down. At this point, privacy seems to be a concern no matter what security option you choose, and no one seems convinced that the new measures will do anything to improve security.

So far, the TSA has implemented a strategy that hasn’t appeared to sway anyone, as words like “grope,” “sexual assault,” and “molest” rock the headlines. John Pistole, head of the TSA was interviewed by Matt Lauer on the Today Show, which repeated essentially the same information we’ve heard in writing. He discussed the challenge of finding a balance between security designed to find hidden weapons and making people feel comfortable. But despite their PR efforts, concerns continue to grow.

Like I said, I’m not personally concerned about a 20 second ultra-revealing x-ray, but clearly people are, indicating a major problem with communication from the agency in a lot of different ways. The problem didn’t start with the new screening process, but originated from brewing tension from years of conflicts with airport security. At this point, the agency needs to answer a few questions including:

• What evidence do we have that these new security measures will potentially save us from a tragedy at the hands of terrorists?
• How can you guarantee flyers that the images captured on these machines will “disappear” and that privacy isn’t compromised?
• Are these scanner machines safe?
• What is the purpose of the enhanced pat-down, and why does it involve touching intimate areas?
• How are these new measures in the best interest of our country in a time of heightened security?

What appears to be missing from the current communication strategy is any statistical analysis of the threat or actual activity of chemical bombs or other risks the heightened security is meant to identify. In addition, I haven’t seen any quantifiable proof that the machines don’t pose a danger of radiation exposure – only relatively vague indications that the radiation is negligible. In addition to travelers, what is the TSA doing to get the buy-in of pilots, who are the real beacons of trust for air passengers. When you’ve got American hero Chesley “Sully” Sullenberger opposing the new rules, it’s time to get a trusted advocate on board. Does the strategy need to start internally by training staff how to build trust and rapport with flyers?

With the busiest travel season of the year upon us, what can the TSA do to change perception and improve its reputation? What does a program look like that reaches all of its target audiences – travelers, pilots, staff? I’d love to get your thoughts in the comments below.

Photo credit: Kossy@FINEDAYS

The writer makes some comparisons of being overweight vs. obese, some suggestions on how to lose weight and uses some choice words like “disgusting,” “grossed out” and “rolls and rolls of fat.” The post incensed so many people that the magazine has even become a trending topic on Twitter, and Facebook comments are scathing. In addition, scores of bloggers have been posting responses and mainstream media is also chiming in, including this story from the New York Daily News. In the olden days a few letters to the editor might have made it to the magazine’s front pages, but in today’s world of immediate response through social media, it takes only minutes to launch a war of words by thousands.

Yikes! I’m a huge fan of Marie Claire and have been a subscriber for years. I enjoy the mix of fashion commentary and compelling editorial the magazine provides. But it’s not hard to see how this post would be offensive to scores of people, and come off harsh and discriminatory. The writer issued an update that included an apology, and proceeded to respond to some of the 300+ comments (I’m having trouble finding her comments now, so you’ll probably have to dig.) Her apology alluded to her battle with an eating disorder, although her original post provided easy-to-follow instructions on how overweight people could shed pounds, which only served to flame the fire more. From the looks of the comments, readers aren’t feeling too forgiving.

Marie Claire has posted this response on its Facebook page:

Hey guys, we’ve heard from thousands of people today regarding MC.com blogger Maura Kelly’s controversial op-ed. She has been interacting with readers on our site throughout the day, and has also just posted an apology that’s updated on the original post (link below). Please take a look and continue to share your feedback, thanks

From a PR standpoint, there’s a lot to talk about here. It’s clear at this point the magazine isn’t taking ownership of the content. Is there an apology due in the first place, or is good editorial designed to incite conversation and debate? Did the magazine erroneously let the writer take the fall? Should senior management chime in? How would you suggest they respond? What can Marie Claire do to regain the trust of its readers, or have they dismantled the work they’ve put into being a magazine for all women? I’d love to get your thoughts in the comments below.

Photo Credit : Clouda9

So why am I so irritated?  Because most applicants don’t take the time and energy to create customized, energetic, attention-getting letters.  Because I hire communicators, that’s a warning sign for me.  So this post is intended to help you get your foot in the door with a compelling letter that will make employers want to learn more about you. I’ve used some real examples but I’ve left out identifying details to protect the guilty.

1.  Dear Whoever

If it’s possible, take an extra few seconds to identify who the hiring decision maker might be in the organization to which you are applying.  Sometimes in large companies or agencies that might not be possible, but in smaller firms you might be able to figure out whose attention to grab when addressing the letter. I am far more apt to read a letter addressed to “Rachel,” or even “RKPR team” than I am “Dear sir or ma’am.”

Wrong:

Please note: I apologize for the impersonal greeting, I wanted to address this cover letter to you by name, but it was not provided online and I was unable to obtain it.

Let me tell you a little bit about myself.  If you visit my website you will find an entire page explaining who I am and why I started my agency.  You can also find the names of everyone on the RKPR team.  I’m a social media junkie, so if you look me up online you will find my linkedin profile, my Facebook page and my Twitter profile, on which I am the most active and frequently tweeting about my never-ending quest to find good PR talent to join my team.  You can also find interviews with me online, one in particular that provides tips for job seekers.  This in and of itself causes me to question why you had so much difficulty in finding my name.

However, the part that perhaps baffles me the most is that my agency name is Rachel Kay Public Relations.  To those especially savvy job seekers, this may prove to be a sly clue as to what my name may be.

Right:

Hello Team RKPR!

I want to be your awesome PR intern. I am a full time MBA marketing student at SDSU, graduating in December. I ran across this position by Googling like crazy and am very excited about the possibility of working with you. I’ve been searching for an internship with an exciting, enthusiastic, ambitious agency, and you definitely seem to fit that bill. As an intern, I want to add value to a growing agency while sharpening my own skills, networking and gaining valuable experience.

2. I’m Not Really Sure What You are Hiring for, But I’ll Take it!

Wrong:

Dear Mrs. Kay,

I just came across your ad in Craigslist today and read your website. I am very interested in the position that is available with your company. I have a lot of experience with Accounting in many different industries. I am looking forward to talking and meeting with you.

I understand that in today’s tough economy, any job offering sounds exciting for many people desperate to find a job.  However, when you have no translatable skills for a position and aren’t willing to make a concerted effort to demonstrate how the skills you do have might benefit the company, than it’s not worthwhile for you or me to apply to my job. At RKPR we do PR, not accounting.

If you are lacking the skills needed to secure a job but truly believe your strengths could easily fit a company’s needs, then take the opportunity to explain that. For example, if you are trying to secure your first internship at a public relations firm but your last job was flipping burgers at the local fast food chain, use creative language to show how that experience would provide benefit to the company.

Right:

While I haven’t worked directly in an PR function, as hostess at Malone’s I was responsible for serving as each customer’s first impression of the company, which enabled me to cultivate my communication skills. In addition, I helped develop some of the marketing copy for our direct mail pieces which generated significant spikes in customer visits, and I’m certain your clients would benefit from my persuasive writing skills.

For an intern candidate this correspondence easily shows that the applicant understands that the key needs for the business are accuracy and attention to detail. The cover letter provides the perfect opportunity to sell yourself and your skills beyond the bullets of the resume.

3. Don’t Regurgitate Your Resume

The cover letter is not your second chance to tell your future employer about your degree and education.  It’s a chance to show that you understand the needs of their business (NOT the PR Business, Their Business) and that you offer a solution.

Wrong:

My distinctive mix of work experience and my status as a San Diego State University Alumi  by majoring in Communication and Media Studies have made me an ideal candidate for Rachel Kay Public Relations.

My experience in sales and customer relationship management, combined with my courses in Public Relations, Marketing and Communication classes have convinced me that Public Relations is a career I would like to explore.

I am currently working for a marketing firm.   By building customer relations and client relations I have been given the desire to work in Public Relations.

Snoooooozzzzze.

Right:

I’m excited about the opportunity to work with the RKPR team as a public relations intern, as I’m a huge foodie and would love to learn more about consumer products public relations.  I had the chance to review some of your clients, and I noticed you represent Mary’s Gone Crackers. I just saw a segment on the Today Show that included them a couple of weeks ago so I love to find out the process you went through to secure that. In addition, I noticed a lot of your clients are eco-conscious, and I have some great ideas for sharing that message.

In addition, I’ve been following you on Twitter for some time and I’ve read your blog. It’s important to me to work for an agency that embraces social media, so I’d love the chance to learn more about social media strategy for your clients.

4.  Be Relevant

Again, the cover letter needs to do one thing – Identify key needs of the prospective boss, and provide specific ways in which your experience will solve those needs.  Don’t try and deliver a bunch of non-relevant commentary that does nothing to address the needs of the business and simply serves to show the employer how witty and cunning you are. Gag.

Wrong:

Dear Ms. Kay,

It all comes down to the bottom line, doesn’t it? Employees must create value. If you are selling a product or service, your employees, in every way, represent your company. To the client or end user, and the company, that employee and what they do makes all the difference.

When dealing with clients, employees have to not just do it- they have to want to do it. That can make the difference between something done and something done well. In most companies, it’s not the rabid, competitive, squash-all-the-others super salesmen that are the norm or even necessary. It’s the intelligent, hardworking, likable person who is able to reach out, make a relationship with a client and then sustain and nurture that relationship. And the answer to “Who is that person?” is, a person you’d like to be around.

People trust me because, shucks, I like people. Even someone who might not prefer me, after knowing me, would know they could trust me. I am a friend, not a frenemy. I am the person you’d want to be with in a bomb shelter (unless that McGyver guy is available, then take him). I have never been fired. That’s not a big thing and maybe it’s just that I’ve never bitten off more than I could chew. Maybe it’s that I would not take a position unless I was sure that I could add value.

I have intellect, integrity, and intention. That sounds better than saying I am smart, nice and hardworking but something as simple as the awareness of that distinction is part of me, part of what I can offer. When marketing, advertising, or selling, having an intuitive understanding of people is a huge advantage. I have that innate comprehension of cultural anthropology: how we live, what we want, what compels us, what makes us tick. It’s the understanding that brunettes sell subscriptions to Time magazine and blondes sell tennis rackets. It’s not promoting or condoning but knowing that what is i s. It’s the appreciation of how some ad agency took the least attractive thing about UPS, the color, spotlighted it and even branded it! Well done.

What I see and have experienced, from the smallest office to the largest corporation, is that the employees (and managers) frequently get tunnel vision and fail to see the big picture. They become personally territorial and forget that they work for something bigger than themselves. When a person is dealing with a difficult client or an angry customer it is not about them personally and they should behave always as a representative of the company- not defensively, but diplomatically. In business, one should act, but never react. When you react you have already given up power. When you act, you maintain your integrity and your professionalism.

These cover letters and resumes are a bit like movie trailers, aren’t they? Well, call me, see the movie and decide for yourself. I am not the norm. If there exists the right fit, I promise you my best. In any case, thank you for your time and consideration. I hope to hear from you soon.

Oh yes. It is very clear that YOU are not the norm.  This cover letter doesn’t have anything to do with PR, my business or my clients. This person has used her cover letter to tell me that the blondes sell tennis rackets that she has never been fired and that we probably won’t work well together considering she thinks managers simply don’t get it.  This letter reeks of cockiness and no manager wants to endure a battle of wits with an employee who is disrespectful enough to tell her how to treat a client rather than explain what skills she has that will benefit the client list she’s worked so hard to build.

RIGHT:

I noticed that you conduct social media strategy for many of your clients.  I’ve been active on a number of social networks including Facebook and Twitter for some time and I’ve really developed some best practices in content development. In addition, after running my own fashion blog I’ve learned a lot about analytics and new ways to drive traffic that would be an asset to some of the brands your represent.

5. Enough About Me, Let’s Talk About Me!

The most important recommendation I can give is to make the cover letter about the employer, not about you.  Let them know you’ve been paying attention and you have an innate interest in what makes them tick.

Wrong:

Good Evening/Morning:

I’m going to show you a little piece of me. I am not going to blab on and on about the wonder that is me and why you should pick me. I’m just going to give you a little insight to who I am. I’m hungry. I’m hungry for a piece of the action.   The big city, the neon lights. I’m ready to take on the challenge of getting my hands dirty and sweat with some of the best. I’m more than willing to make strong contributions that will continuously grow with experience. Life is about opportunities, and I will like to be in an environment that would allow me the opportunity to shine and to pursue my dreams. I believe that we can always be better than we are today. Self-improvement is a way of life that we should all be more than ready to take on. I practice yoga, I sing in the shower, and despite years of dance training, I still tend to trip on the uprooted brick walkways outside my apartment. I’m learning to kickbox. I love running in the rain without shoes on. When I dance, I hope the world dances with me. I light candles in my apartment on Thursday nights while guzzling down a bowl of Easy Mac. I always stop and smell the roses. Colors are my passion; I love them all. Emotional drive is what keeps me going. I scrapbook over the holidays, in the hopes of capturing those picture perfect memories forever. I scrutinize over details, and I constantly make lists. I’m an ESFJ, according to Jung that’s what we do. I value strong leadership qualities.   I have these qualities and seek a mentoring environment to help me improve those skills. I will undoubtedly believe in myself, and the company I grow with.

Wow. The irony in this letter is that the first sentence clearly states “I am not going to blab on and on about the wonder that is me and why you should pick me.” Say what? So instead of telling me what skills you have that would benefit my clients you think telling me you guzzle Macaroni and Cheese on Thursdays will give you the competitive advantage?  It won’t. What I want to know is how you can help my clients, but you forgot all about that, didn’t you?

Right:

Hi Rachel,

As I mentioned in my Twitter message last night, I came across your job posting on Craigslist and would very much like to be considered for the position of account executive at RKPR.

I am currently an account manager at a boutique PR agency here in San Diego, but I am looking for an opportunity to learn and grow as a PR professional and work with a strong team to achieve success for our clients. Here are just a few of my qualifications that I feel make me a strong candidate for this job:

• I have nearly three years of agency experience and have been successfully managing my agency’s largest national client account for the past year.
• I have secured coverage for my clients in well-known publications such as The Chicago Sun-Times, Residential Design & Build and Metal Architecture, as well as on TV shows such as CBS’s The Early Show and Planet Green’s Alter Eco.
• I feel that my writing, rapport and media outreach are among my greatest strengths but I am also very proficient in media monitoring and analysis, researching creative pitching opportunities and utilizing the latest social media tactics.
• I am extremely dedicated, hard-working and organized, and feel that my positive personality is infectious in the workplace.

I would be thrilled to be a part of the team that helps contribute to and grow RKPR. Please see my attached resume to view my background experience. I would be happy to answer any additional questions you have or come in for a personal meeting.

6. Edit, and Then Ask Someone Else to Edit

I’ll actually forgive a GPS error here and there because I’m willing to bet there are a few in this blog post. But many people won’t and as communicators, you need to have sharp editing skills. Our eyes often miss things in our own work, so don’t hesitate to ask a friend or parent to look over one more time.  And don’t make royally dumb errors like these:

Wrong:

Dear KRPR

Dear Sony (I get this a lot)

I am ready to be your account executive at Bailey Gardiner! (great agency, but not mine)

I’m interested in pubic relations

Those are just a few tips to help job seekers write compelling communication.  Do you have additional tips to add?  Any faux paus you think I forgot? Did you get a job with a savvy cover letter? I’d love to hear your thoughts below!

Most PR people understand that when you invite press or bloggers to cover an event, despite your best efforts, you can’t guarantee a positive story (that’s why it’s PR and not advertising). Editorial is just that, the perception and interpretation of the writer, which is why it’s so critical to ensure you provide as much helpful information as possible.

The problem in this story is that DiNicolo, retired from the Marine Corp, wasn’t just an attendee on the press list. Apparently she was attending the RIMPAC per the Marine Corp as a civilian public affairs representative for the Marine Corps Warfighting Laboratory. After the blog post hit, DiNicolo was fired. In a statement to the Military Times she indicated she thought her blogging and contract work should have been treated separately.

So if I’m creating a fair comparison, we could liken this to serving as a publicist for an event, wrangling press, issuing credentials, arranging interviews – and then criticizing said event on a blog.

As PR people, where do we need to the draw the line between voicing our personal thoughts and our commitments to our clients and employers? Blogging gives us the ability to weigh-in on topics important to us and our industries, and while many add disclaimers to their social networks that “these are my words and not those of my employers,” is there really a true division of church and state? Do you think DiNicolo was disrespectful? Should she have been fired? Or do we need to retain to the right to disassociate ourselves from the companies we represent at some point?

Photo Credit: Daryl L. Hunter

• Mass Direct Message Delete Capability – Like emails, DM’s are one of those pesky things that add up quickly, until you have more than 600 like I do. I hope you all manage your messages better than me, but wouldn’t it be great to delete them all with click?

• Sort Function for DMs – While we are on the topic of DMs, have you ever thought of an old DM you wanted to revisit, only to find you had to slowly go through each page until you could find it? It would be much more efficient to sort by sender, as a start. It’d be even more awesome to search by keyword, but let’s not get greedy.

• Longer Shelf-Life for Searches – PR expert @jgoldsborough and I remember the good ole’ days in Twitter’s younger years when we could go back much farther in time to track activity on a certain topic. Now, search.twitter.com only goes back several days. Can we please go back months instead of days? This is also important for Twitter as they expand resources for businesses – in order to track conversations and trends to prove the social network is a viable marketing tool, we need a more robust archive to study.

• List Notification – Lists are an important way to gauge influence on Twitter, trumping followers when automated follow tools may artificially inflate perceived popularity. Lists can also help signal users that they are important to those in their communities. PR and social media strategist @timotis would love to see some sort of notification that you’ve been added to a list. Sometimes it’s impossible to keep track.

• Manage Multiple Accounts in Web – Most of the many Twitter functions trump Twitter’s own interface because they feature sophisticated functions like the ability to manage multiple accounts from one page. Social media practitioner @samirb mentioned how great it would be if Twitter would add this function, which would encourage more usage of Twitter’s Web version.

• DM Multiple Accounts –PR and social media whiz @ryanmathre suggested that, outside of the annoying auto-DM, the ability to “CC” multiple Twitter accounts via DM would help streamline correspondence as we look more and more to the social network for communication.

• Easier to Search by Geography – Public relations and social media pro @arikhanson suggested that an easier way to search by geographic location would be a valuable upgrade. I agree, as geo-targeting has become critically important for marketers this year. I’d go farther and suggest additional ways to better search the people you want to reach, such as by profession or interests.

• More Detailed Follow Notifications – The current email notification sent by Twitter only includes the new followers name and many followers he or she has, and how many people are followed. What’s more valuable, in my opinion, is the bio which appears on every profile page. I’d love to see that at a glance, to help me decide if we might have a good connection. Right now, the numbers don’t mean much to me.

I couldn’t include every great idea, so I just posted some of my favorites. To reiterate, I know everyone who answered, myself included, are huge Twitter fans, so trust me when we say we aren’t being critical. We’ve simply integrated the network into our daily routines so heavily it’s easy to create a wish list of new and improved features. What did we leave out? If you were in charge of product development, what would you put on Twitter’s roadmap? Leave your suggestions in the comments below.

Photo credit: alicepopkorn

Heffernan made one suggestion in particular that discredits some of the skills that PR people bring to the table. The concept of “Pay for Performance,” meaning that clients pay for actual secured media coverage, sounds good in theory. The problem is that good PR agencies do a lot more than dialing for dollars. A couple of things the Pay for Performance model doesn’t take into consideration:

· PR planning – While most of us win programs via our PR plans, those overarching communication strategies are constantly evolving. Good PR pros will locate your target audience, monitor your competitors, identify vehicles to communicate the message, pinpoint seasonal or newsworthy tie-ins, trend watch etc… That takes time, and its valuable research that can be used for a comprehensive marketing plan.

· Communication architecture – Companies understand their value to their constituents, unfortunately, not everyone knows how to translate those benefits into persuasive messages. Good PR pros help with that, and create influential messaging that can be used across the board to effectively communicate that goal.

· Full service communication – Media relations is one vehicle for public relations. A true PR program also includes social media messaging and education, grassroots outreach, trade show and event attendance, sponsorships, award identification, charitable tie-ins, stunts, and the list goes on. Each program is different. And if you are relying solely on media hits, you aren’t getting your bucks worth.

· Relationship building – We work hard to create relationships with press and other influencers, and we are constantly developing those relationships as we connect on your behalf. In terms of media relations, we may influence a story that hits stands an year or more from the initial outreach. I once spent a year traveling, talking, massaging a story for a top tier fashion glossy, and a year and a half for a blurb in USA Today. What may not fit today may fit a year from now. We aren’t placing ads, so we can’t control that.

· Quality – What makes a great placement? The circulation of the magazine? A Quote? A link to a Web site? How many times it’s shared across the Internet? A picture? How do you place a value on the results of a media placement? Column inches is a poor measurement on the impact a good placement has. Maybe there are better benchmarks, like awareness, site traffic, donations, changing of perception.

· Long term groundswell – A one hit wonder is rarely a sustainable business. You have to look in the future to see if a communication strategy turned the dial. That doesn’t happen overnight, even for large companies. Unfortunately, we don’t live in a world where we can see, at an instant, the impact we’ve had on the bottom line. Good PR pros are setting the stage for a long term advancement in awareness and education. Identify success metrics and see how (or if) those metrics change after a period of time. Is the message succeeding?

What do you think? Should PR pros own up to the fact that media hits are our bread and butter, and only charge a client on hits secured? Is all of the rest designed to achieve that goal? I welcome your thoughts in the comments.

Photo credit: tim pitt

I own a PR agency. Our clients are companies selling products for the most part. Consumer products and services – sports, fashion, food, technology. Not too much controversy and certainly nothing political. The faces behind the companies are an incredible mix of people with different lifestyles, views, religions and ideals. While you’ll often hear me share my views of PR, social media, marketing and maybe some other stuff (like my love of animals), you won’t hear me share my viewpoints on politics or religion. I consider it my obligation to my clients to remain neutral publically. I also expect that my employees will remain neutral on topics for the sake of our clients. I believe that when you take on the task of representing a diverse mix of clients, it’s your obligation (as a member of their teams) to censor what you put out in the public world of social media.

I look to other PR practitioners and others in the client-facing business world to weigh in. Is it important in a client-based business to keep your views more private so as not to alienate your clients? Or as individuals with our own interests and causes, is it important to comment on topics that you believe in, despite the consequences? Are these two separate worlds, or should we always consider the way we present ourselves in public to be directly associated with our work?

Photo credit: Tiago Ribiero

The Inconvenient PR Truth campaign focuses on the belief that media relations should be rooted in relationships and targeted, appropriate outreach. While completely true, this isn’t a groundbreaking revelation. PR people and journalists have been promoting this type of interaction for decades. Hopefully PR people who continue to toss spam at reporters will seal their own fates. As an industry, we can and should promote and demand positive media relations habits and work hard to educate our peers on the long term benefits of knowing how and when to pitch a story. My question; however, is whether or not putting a Bill of Rights in writing is continuing to throw our industry under the bus. Do we continue to promote the bad seeds, fueling the sour taste for PR, rather than showcase the successes we drive on a daily basis? Who becomes the PR police in enforcing these rules? Is this really executable? I’d love to hear from PR people and journalists on their thoughts in the comments below.

Enter Bristol’s first crisis communications challenge – the negative reactions to her own company.   Although the story appears to have broken two days ago, it appears we haven’t heard a word from BSMP LLC., other than a fairly cryptic response from her lawyer confirming the company exists.  It’s still unclear whether she has created an agency in the “traditional” sense of the word, where she will take on clients and execute plans.  The Twitterverse has been abuzz and The Huffington Post’s story has received more than 2,000 comments.  I’m sure Bristol’s camp is monitoring “her brand,” but so far they’ve chosen not to respond, which is an atypical strategy from a PR firm.

In my opinion, it’s time to calm the waters with a clear explanation of the intent of the company and the motivation behind a career in public relations.  As with any uproar, the more transparent and informative you can be, the less inclined people will be to come to their own conclusions.  What do you think? What do you recommend Bristol do in response to all the buzz?

Photo credit: O6scura